PURPOSE: The first 1000 days of life are critical for long-term health outcomes, and there is increasing concern about the suitability of commercial food products for infants, toddlers, and children. This study evaluates the compliance of UK commercial baby food products with WHO Nutrient and Promotion Profile Model (NPPM) guidelines. METHODS: Between February and April 2023, data on 469 baby food products marketed for infants and children under 36 months were collected from the online platforms of four major UK supermarkets. Nutritional composition and labelling information were assessed using the NPPM criteria. Quantitative analyses were performed using IBM SPSS, presenting data as means with 95% confidence intervals. RESULTS: While 75% of products met the minimum energy content criteria, compliance with total sugar content and protein requirements was 59% and 94%, respectively. Overall, only 45% of products adhered to NPPM nutritional standards. Promotional assessments revealed that no products met the requirements for appropriate nutrient, health, or marketing claims. Furthermore, only 5% of products included adequate statements in support of breastfeeding. CONCLUSION: This study highlights the need for stricter nutritional and promotional standards in the UK baby food industry to foster healthier early dietary habits. Regulatory measures are essential to align commercial baby food products with WHO recommendations, reducing inappropriate claims and improving nutritional quality.